How Clients and Agencies Can Work Together to Optimize Social Media Outcomes

This presentation was given on Tuesday, June 16th for the AMA Milwaukee chapter. The presentation discusses how clients can work with agencies to use social media and maximize outcomes. The
…

This presentation was given on Tuesday, June 16th for the AMA Milwaukee chapter. The presentation discusses how clients can work with agencies to use social media and maximize outcomes. The presentation explores some opportunities and challenges both sides can experience in the process.

4.
WHAT IS | SOCIAL MEDIA |
Social media can be created by anyone.
Shifting how people nd, read and share news, information and content.
Increasing the importance of two-way communication.
Democratizing content, transforming people from readers into publishers.
comet b ra n d i n g marketing + public relations evolved

12.
SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
comet b ra n d i n g marketing + public relations evolved

13.
SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
comet b ra n d i n g marketing + public relations evolved

14.
SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
• Putting signi cant pressure on agencies to evolve.
comet b ra n d i n g marketing + public relations evolved

15.
SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? |
• Allowing people to connect directly with brands.
• Allowing brands to connect directly to customers.
• Causing a seismic shift in the marketing game.
• Making selling more subtle.
• Requiring authentic, honest and resourceful content.
• Adding p2p to the b2c, b2b and non-pro t mix.
• Providing a megaphone for every opinion - good or bad.
• Changing the kinds of work agencies do for clients.
• Putting signi cant pressure on agencies to evolve.
• Forcing changes in the client - agency dynamic.
comet b ra n d i n g marketing + public relations evolved

31.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
comet b ra n d i n g marketing + public relations evolved

32.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
comet b ra n d i n g marketing + public relations evolved

33.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
• Private and professional lives converge in social media and are
transferrable from client to agency to employee and back again.
comet b ra n d i n g marketing + public relations evolved

34.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Discretion
• Rules for internal and external use of social media must be carefully
considered. Is there an employee policy in place?
• Company secrets/intellectual property must be protected.
• Private and professional lives converge in social media and are
transferrable from client to agency to employee and back again.
comet b ra n d i n g marketing + public relations evolved

44.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
comet b ra n d i n g marketing + public relations evolved

45.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

46.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

47.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

48.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Integration
• Activities and content in social media must be consistent with brand.
• Social media should not stand alone, but can be a valuable aspect of a
comprehensive marketing/communications strategy.
• All marketing and communications initiatives should be interconnected
across all media platforms whenever possible.
comet b ra n d i n g marketing + public relations evolved

51.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
comet b ra n d i n g marketing + public relations evolved

52.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
• In order to remain relevant and foster ongoing engagement, activities
and content must evolve over time.
comet b ra n d i n g marketing + public relations evolved

53.
SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC |
Sustainability
• Social media is not a campaign. It’s a relationship platform and must be
ongoing to be fruitful.
• In order to remain relevant and foster ongoing engagement, activities
and content must evolve over time.
• Long term commitment to online community is important.
comet b ra n d i n g marketing + public relations evolved

55.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
comet b ra n d i n g marketing + public relations evolved

56.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
comet b ra n d i n g marketing + public relations evolved

57.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
comet b ra n d i n g marketing + public relations evolved

58.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
comet b ra n d i n g marketing + public relations evolved

59.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
• Share stories and pictures.
comet b ra n d i n g marketing + public relations evolved

60.
SOCIAL MEDIA | THINGS TO STRIVE FOR |
• Be authentic. People can spot a fake from miles away.
• Be consistent. Commit time and resources necessary to do it well.
• Listen and respond. This is a two-way conversation.
• Add value in relevant ways.
• Share stories and pictures.
• Be patient. It takes time to build a network in person. Same thing
applies in social media.
comet b ra n d i n g marketing + public relations evolved

62.
SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
comet b ra n d i n g marketing + public relations evolved

63.
SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
comet b ra n d i n g marketing + public relations evolved

64.
SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
comet b ra n d i n g marketing + public relations evolved

65.
SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
• Don’t forget why you’re there in the rst place. Listen and respond
to your audience.
comet b ra n d i n g marketing + public relations evolved

66.
SOCIAL MEDIA | THINGS TO AVOID |
• Don’t be too salesy or self-serving. Would you push that hard at a
dinner party with friends?
• Don’t spam. Make it relevant and engaging.
• Don’t say or do anything you wouldn’t want your boss or mother to
see...
• Don’t forget why you’re there in the rst place. Listen and respond
to your audience.
• Don’t be afraid to offer some personal/non-work perspectives,
where appropriate. People like to interact with people, not faceless
brands.
comet b ra n d i n g marketing + public relations evolved